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How do you provide value and incentives to niche influencers without being spammy or pushy?

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Social selling is a strategy that involves building relationships with prospects and customers through social media platforms. One of the key aspects of social selling is to leverage the influence and trust of niche influencers, who are people with a loyal and engaged following in a specific industry or topic. However, reaching out to niche influencers can be challenging, especially if you don't want to come across as spammy or pushy. How do you provide value and incentives to niche influencers without annoying them or damaging your reputation? Here are some tips to help you.

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1 Identify the right influencers

Before you approach any influencer, you need to do some research and find out who are the most relevant and influential people in your niche. You can use tools like BuzzSumo, Followerwonk, or Klear to search for keywords, topics, or hashtags related to your industry and see who has the most followers, shares, mentions, or engagement. You can also look at your own network and see who are the influencers that your prospects or customers follow, trust, or interact with. Once you have a list of potential influencers, you need to narrow it down by checking their content quality, tone, values, audience, and alignment with your brand.

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker
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I like to look at influencers across a few key metrics. Reach is one, decide if you want a macro or micro influencer to example. A massive network is not always what you need to achieve your goal. Then look at the relevance of the influencer. Are they focused on topic for your objectives in the majority of the content? Now look resonance, do they have good engagements on that content with audience members you want to be in front of? Then look at reference. Are they being retweeted, or reshared by relevant centers of influence and audience members? Influencers are there to build community and conversations so it’s key to look at all these factors in your decision.

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2 Offer value and personalization

The next step is to reach out to the influencers and offer them something of value that is relevant to their interests, goals, or pain points. This could be a free product, a discount code, a guest post opportunity, a testimonial, a shout-out, or a collaboration. However, you need to avoid generic or mass messages that sound like spam or sales pitches. Instead, you need to personalize your message and show that you have done your homework and that you genuinely appreciate their work. You can mention something specific that you liked about their content, how it helped you or your audience, or how it relates to your offer. You can also use their name, address them by their preferred social media handle, or use emojis or gifs to add some personality and warmth.

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3 Build trust and rapport

The third step is to build trust and rapport with the influencers and establish a long-term relationship. You can do this by engaging with their content regularly, liking, commenting, sharing, or mentioning them in your posts. You can also provide them with feedback, insights, or resources that can help them improve their content or reach their goals. You can also ask them questions, invite them to join your groups or events, or introduce them to other influencers or experts in your niche. The idea is to show that you are not just interested in a one-time transaction, but that you value their expertise, opinion, and influence.

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker
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This is key. Influencers want long term relationships, and brands should too. Not because they lock into more money, because the real value comes when you pivot away from transactional programs and move to relationship based programs. Plus organizations can then bring them in much earlier, give them a seat at the table to craft the strategy. It’s a win-win as the company gets a more balanced program and activation that’s stronger as the influencer is more connected to the firm’s goals, understands the culture more and can create and deliver more on point.

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4 Respect their boundaries and preferences

The fourth step is to respect the influencers' boundaries and preferences and avoid being pushy or intrusive. You need to understand that influencers are busy people who receive many requests and offers from brands and marketers. You need to respect their time, schedule, and availability and avoid sending too many messages, following up too soon, or expecting immediate responses. You also need to respect their creative freedom, editorial guidelines, and ethical standards and avoid asking them to do something that is against their principles, values, or audience expectations. You also need to respect their fees, terms, and conditions and negotiate fairly and transparently.

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker
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This is key. Influencers build their value in their network and you do not want to put them in a position where they must choose to compromise their network for a job. It’s damaging to them and it’s creating poor quality influencer marketing for the firm. Second, pay fairly. Influencer networks built well and genuinely are a massive investment in one’s time, and organizations can benefit immensely. Third, don’t lose sight of the fact that you can’t rush influencer programming. Give them guidelines, key messages and timing and then the room to create. Suffocating them diminishes why you hire them. They know their audience best, their voice best & how best to deliver on the goals you set forth.

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5 Measure and optimize your results

The final step is to measure and optimize your results and see how your influencer outreach strategy is impacting your social selling goals. You can use tools like Google Analytics, Bitly, or Hootsuite to track the traffic, conversions, leads, or sales that are generated by the influencer's content or referrals. You can also use social media metrics like impressions, reach, engagement, or sentiment to measure the awareness, trust, and loyalty that are created by the influencer's endorsement or recommendation. You can also use surveys, polls, or feedback forms to ask your prospects or customers how they found out about your brand, product, or service and what influenced their decision. Based on these data, you can optimize your strategy by focusing on the most effective influencers, channels, content, or offers.

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How do you provide value and incentives to niche influencers without being spammy or pushy?

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3

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5

1 Identify the right influencers

2 Offer value and personalization

3 Build trust and rapport

4 Respect their boundaries and preferences

5 Measure and optimize your results

Social Selling

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How do you provide value and incentives to niche influencers without being spammy or pushy?

1

2

3

4

5

1 Identify the right influencers

2 Offer value and personalization

3 Build trust and rapport

4 Respect their boundaries and preferences

5 Measure and optimize your results

Social Selling

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